• by Larissa Faw , August 14, 2015

The OnStar system is well-known for guiding drivers and providing support, but its platform is much more extensive than directing emergency crews after an accident.

Now, the brand is shifting its message from "safe and reliable" to "innovative and empowering."

Developed by agency Campbell Ewald, "Tap Into Amazing" is designed to highlight OnStar's new features such as 4G LTE and automatic response services.

In all, the concept aims to be "emotional and provocative" by showing moments that "drive home the effectiveness of each new feature and how they lead to a safer, more enjoyable journey," say agency executives. 

The :30- and :15-second "Long Hug" spots open with a man and woman hugging during what seems like a sweet moment. Then, the camera slowly pulls back to see lights reflecting off of them to show they that have just been in an accident. The spot zooms out more to show the chaos that surrounds them -- firetrucks and ambulances -- further amplifying the gravity of the feature’s offering.

The premise demonstrates OnStar’s Automatic Crash Response feature which takes crash data from your car submitted electronically to detect the severity of an accident and then delivers it to the necessary emergency service. The spot ends by saying: “Now OnStar Automatic Crash Response is even better. It knows how severe a crash is and sends the right help, where you need it. Tap into the power of OnStar with 4G LTE. Tap into amazing.”

The :30-second “Popcorn” showcases OnStar’s WiFi Hotspot by opening with popcorn being dropped on the floor. But instead of being in a movie theater, the view shifts to see that two children are watching the movie in the back of a car while mom drives. The spot says: “Spilling popcorn, just one side effect to streaming movies on the go. With OnStar, your 4G LTE WiFi connection travels with you, wherever you go.” 

The “Tap Into Amazing” campaign is running entirely on digital media -- specifically on tech-focused sites through partnerships with MSN and Vox, plus rich-mobile executions through partners like iAd, Kargo and SayMedia. The campaign also includes immersive experiences on Connected TV, as well as in-app, Xbox and mobile initiatives. On social media, the hashtag #TapIntoAmazing will highlight real people doing amazing or unusual things with OnStar’s Wifi Hotspot.

Campbell Ewald has also redesigned the ExperienceOnStar.com/Innovation site to include consumer stories, tips for OnStar subscribers, as well as third-party perspectives and endorsements from real people and auto experts from CNET and Tech Geek. 

The campaign is targeted at three types of consumers. First, those willing to pay the latest for new technology. These primarily young educated affluent males are early adopters, focused on personal needs while driving. Second, early adopters of new tech that are 34-55 years of age, married with kids. They have more passengers and mileage than the average driver. Third, those that want it all in terms of car and tech, and are motivated by convenience.

Campbell Ewald has worked with OnStar since 1997. 

OnStar -- a subsidiary of General Motors -- provides subscription-based communications, in-vehicle security, hands-free calling, navigation, and remote diagnostics systems. GM has more than one million vehicles on the road today with the 4G LTE service.